At this point in time, AI search products such as Google and Microsoft’s PMax (and now AI Max) have firmly woven themselves into the toolkits of search marketers around the globe. But as many search marketers rush to not only test new products but also scale paid search activity, there is an increasing tendency to neglect the core elements of what makes a successful paid search account: audience, structure, and intent.
Within this article, I’ll aim to throw paid search foundations back into the limelight, placing an emphasis on why core concepts…
